Assessing the impact of a national social marketing campaign for antimicrobial resistance on public awareness, attitudes, and behaviour, and as a supportive tool for healthcare professionals, England, 2017 to 2019

The Keep Antibiotics Working (KAW) campaign in the UK aimed to tackle antimicrobial resistance (AMR) through a targeted mass media approach over three years. Data collected from the public and general practitioners (GPs) demonstrated a high recognition of the campaign and positive changes in knowledge regarding antibiotic use. Notably, awareness of AMR issues rose sharply, with significant increases in public concern for themselves and children. The campaign also bolstered GPs' confidence to decline antibiotic requests from patients, indicating a shift toward more appropriate prescribing practices.

Prompted campaign recognition was notably high, with a 6% increase from 2018 to 2019. Knowledge about the inappropriate use of antibiotics showed significant improvement.

The KAW campaign's impact was visible in improved awareness and concern about AMR, helping GPs feel more confident in appropriate antibiotic prescription.

Read at PubMed Central (PMC)